First for Fearless Women
Since 1956, Secret has been providing women the protection they need to take on life fearlessly — to live arms up. Today, we continue in our push to help women live fearlessly through innovation and inspiration.
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Strong Enough for a Man, Made for a Woman
We introduced Secret in 1956 as a cream that was applied with your fingers for underarm odor control. Although products have changed significantly since, this cream was truly innovative. Two years later, we introduced the roll-on, the spray followed in 1964 and the solid version in 1978.
The driving force behind these early innovations was the principle that, yes, men and women have different needs from a deodorant, but a woman should never have to compromise how hard it works. The slogan "Strong Enough for a Man, Made for a Woman" embodied this ideal and grew to become one of the most famous ad lines of all time.
During the 1980s, we adapted the solid antiperspirant/deodorant from a round stick to a wide stick and introduced three new scents: Powder Fresh, Spring Breeze and Sporty Clean. By the end of the 1980s, Procter & Gamble was the premier manufacturer of antiperspirants/deodorants, and Secret was the leading women's deodorant brand.
The 1990s brought more exciting innovations with the launch of Ultra Dry and Sheer Dry. These products pushed the limits of strength and protection, with Sheer Dry offering women outstanding wetness protection that goes on clear and Ultra Dry offering them better wetness protection than most other products on the market at that time. In 1999, we introduced Platinum Soft Solid, the strongest over-the-counter form of protection available at the time, and it quickly jumped to the head of the pack as the leading choice among women who wanted strong protection.
The New Millennium
As we moved into the new millennium, Secret continued to expand its product line. In 2001, we added three new scents: Ambition, Genuine and Optimism. We followed that with our 2002 launch of Secret Platinum Clear Gel and also our Secret Invisible Solid with its micronized formula that glides on clear, giving women an invisible shield of protection.
Next came yet another exciting product: Secret Scent Expressions® that to date has 11 unique scents including Cherry Mischief, Va Va Vanilla and Diva La Daisy—each designed to reflect your unique individual style while letting you change it up from day to day.
In 2007, Secret's strong innovation pipeline led us to the development of Secret Clinical Strength, our first product line that delivers clinical strength wetness protection that outlasts your day. Plus, in addition to the Original formula, Clinical Strength comes in Sport, Sensitive Skin and Waterproof. Secret Clinical Strength Waterproof was even awarded Best of Beauty by Allure magazine in 2009.
In 2008, Secret's scientists went back to the drawing board to improve upon our successful Platinum line and develop a truly innovative active ingredient for our invisible solid that would give even more effective wetness protection than before. The result was Secret Flawless Renewal™ that, along with our unique scent renewing technology, gives you strong protection that is triggered by body heat, so the hotter you get, the fresher you'll be.
It was with that same spirit of individuality, femininity and strength that we continued our innovations by introducing a new formula in February 2010: Sheer Mineral. The Sheer Mineral collection is formulated with a light mineral application to give you sheer, 24-hour protection that lets your skin breathe.
At Secret, we've been innovating since 1956 and we will continue to do so, with our goal always being to give you excellent odor and wetness protection to help you take on each day fearlessly.